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Though the startup worked hard to distinguish themselves from the more impersonal, scam-filled super platform, Craigslist had one thing that Airbnb did not — a massive user base. Airbnb knew through both market research and their own experience that Craigslist was the place where people who wanted something other than the standard hotel experience looked for listings — in other words, Airbnb’s target market. In order to tap into this market, Airbnb offered users who listed properties on Airbnb the opportunity to post them to Craigslist as well

In many markets, disrupting the pricing model allows new entrants to shrink the existing market made up of legacy players who charge a premium for a similar service. Before Spotify, there was little other choice than pay-per-track, or CD, or pirate music. But with Spotify’s freemium version, people who only pirated out of ease or economic necessity now have another way to get music legally. Spotify’s big bet then is that it can increase the market of new listeners (or return those lost to piracy) through a freemium pricing model.

As with any marketplace, liquidity is the key to success. Liquidity is the availability of buyers and sellers to participate in transactions. In a monetary marketplace there has to be enough supply for buyers and enough demand for sellers to participate. Without both sides of the market, there is no marketplace. This is often described as the chicken and egg problem–how do you get one side without the other?

In the world of Tinder, there are no true buyers and sellers, but in many dating and similar ecosystems the “supply” of women on a platform is what triggers the participation of men. It’s the same principle behind “Ladies’ Night” promotions at your local bars. Seed the marketplace with supply and buyers come to participate. This works in reverse of course, but is typically done in this fashion. Tinder knew this and supply-hacked the dating app with women first, focusing on sorority girls as the early adopters. As more women joined the platform, men were eager to download it and see who was available nearby for dates.

So how did Uber reach those early adopters? One distinct channel was event sponsorship. Uber was highly active at local-area tech and venture capital events and provided free rides to attendees. Uber knew that these attendees were well connected and highly likely to share their experiences with friends, tech press, and social media audiences after trying Uber.